EVEANDBOY” will hold “T-BEAUTY FEST” to introduce Thai beauty brands to the world stage, highlighting the potential of Thailand’s “T-Beauty” products, which boast cumulative sales of 100 million units.
Bangkok, April 2, 2026 /PRNewswire/ — As the “T-Beauty” trend continues to grow unstoppably, “Eve and Boy”Thailand’s number one beauty store, seizes this opportunity to “EVEANDBOY T-BEAUTY FEST”. The event aims to strengthen and propel Thailand’s brands onto the world stage, support Thai entrepreneurs to sustainably expand their markets internationally, and cement Thailand as the preeminent beauty capital of the world.
Mr. Hiran Tanmit, CEO of EVEANDBOY Co., Ltd.
Overall market of commonly known Thai beauty brands Thai “T-Beauty” productscontinues to maintain significant growth. It’s not just a passing fad. In fact, over the past four to five years, Thai skin care and cosmetics brands have experienced exponential growth in both revenue and customer base, with the emergence of dozens of new brands. According to data from the Chairman of the Thai Cosmetic Cluster Trade Association, Thailand’s cosmetics industry continues to expand. Its market value has soared from about 70 billion baht 20 years ago to 400 billion baht in 2025. This steady growth rate of 6-7 percent reflects the strong potential of Thai brands to compete in both domestic and international markets.
Thailand’s first beauty store “EVEANDBOY” With nearly 20 years of industry expertise, the company recognized an opportunity to support the exceptional quality of Thai brands and bring them together in one place. therefore, “EVEANDBOY T-BEAUTY FEST” was created to function as “T-Beauty Destination of the World”Both Thais and international visitors can deeply experience and discover Thai brands. This event also highlights the fact that Thai brands are not only products preferred by locals; “T-Beauty is a must-buy” These cosmetics have become essential symbolic souvenirs for foreign tourists.
Mr. Hiran TanmitThe CEO of EVEANDBOY Co., Ltd. said that the event aims to bring together Thai brands in one place and allow both Thai and international customers to test products, take advantage of shopping promotions and discover diverse Thai brands. The ultimate goal is to build a platform to strengthen the image of Thai “T-Beauty” products. He believes that this event will play an important role in elevating the entire “T-Beauty” industry. Today, Thai brands are truly outstanding, boasting world-class quality and unique possibilities. Therefore, now is the perfect time for Thai brands to come together and create “T-Beauty Power”.
“EVEANDBOY is a pioneer in Thai beauty stores with a long-standing presence in the market and is the first beauty retailer with the largest collection of Thai brands, showing that Thai ‘T-Beauty’ products have clearly advanced in terms of quality, innovation and consumer understanding. Currently, T-Beauty covers a wide range of categories including cosmetics, skin care, fragrances, nutritional supplements, and beauty accessories. EVEANDBOY carries over 600 T-Beauty brands. From 2022 to 2025, EVEANDBOY has sold over 100 million T-Beauty items, achieving a growth rate of 2.5 times compared to 2022. This shows that T-Beauty is not just a short-term trend, but actually has a lot of room for growth in the future, both due to domestic consumer demand and expansion into tourist groups and international markets.
This is a golden age for Thai “T-Beauty” products, but foreign brands are also entering the domestic market with similar momentum. Hiran believes that the key factors that help Thai entrepreneurs stand out in this fierce competition are brand image, product quality, raw materials, creativity and reasonable pricing, along with innovation and quick response to consumer needs. These are all unique strengths that Thai brands can leverage to further develop products that perfectly match consumer demand.
At the same time, the strategy of selecting Asian or global brand presenters, along with compelling “brand storytelling”, serves as another important tactic to expand your customer base. This approach is particularly effective in reaching both Asian and international fan bases. All these factors play an important role in the growth of Thai “T-Beauty” products to rival foreign brands.
purpose of “EVEANDBOY T-BEAUTY FEST” The aim is to enhance the image of the Thai brand, reinforce the high quality of Thai “T-Beauty” products, and generate the widest possible word of mouth and discussion among Thai and international consumers. According to the Tourism Authority of Thailand (TAT) regarding the number of foreign tourist arrivals in 2025, Malaysia ranked first with a staggering 4.8 million, followed by China with 4.6 million, India with 2.1 million, Russia with 1.8 million, and South Korea with 1.6 million. This is a great opportunity to transform “T-Beauty” into “T-Beauty Must Buy” status, and anyone visiting Thailand will definitely buy and take home Thai cosmetics.
The CEO added that based on EVEANDBOY’s database of international shoppers, there has been a clear shift in purchasing behavior, with people actively seeking out Thai T-Beauty products in particular and viewing them as items that reflect a distinct Thai identity with very unique characteristics. Thai brands have achieved the same standards as overseas brands and are widely praised for their superior quality and reasonably priced products with modern innovations, earning them great word of mouth among overseas consumers. He believes that Thai brands have a clear opportunity to easily grow into global brands in the future.
“Many foreign brands have entered the market, but we are the first to have the widest selection of Thai brands. We have a long history of understanding and championing Thai brands, and we strongly believe that Thai cosmetics offer quality comparable to international brands at reasonable prices. We hope that positive word of mouth will spread not only to visitors to Thailand but also to overseas consumers, leading to repeat purchases.” Our goal is for everyone who visits Thailand to come back and buy EVEANDBOY products with confidence in the quality of Thai brands.
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